APP
Data sourced from SEC public records (and other sources when available). Refreshed weekly • Updated today.
About
Asset Planning and Protection LLC (APP) advises individual clients, including high‑net‑worth individuals, as well as pension and profit‑sharing plans, managing roughly $12.9 million across about 76 client relationships. The firm offers ongoing portfolio management with written Investment Policy Statements, pension consulting for employee benefit plans, one‑time financial planning, and advisory consulting services.
APP implements long‑term trading guided by a mix of analysis techniques—charting, fundamental, technical, cyclical, quantitative analysis, and modern portfolio theory—and typically seeks discretionary authority to execute the strategies outlined in each client’s Investment Policy Statement. The brochure also notes that some third‑party service providers APP uses incorporate artificial intelligence and machine learning, and the firm conducts periodic due diligence to address related data‑accuracy and security risks.
Notably, the firm’s principal is a licensed insurance agent and APP limits much of its advice to mutual funds and insurance products, including annuities, which creates potential commission conflicts that APP discloses and documents in client files. As a small, recently registered adviser, APP does not aggregate block trades and relies on institutional custody relationships (including Schwab Institutional) and associated services that may provide research or other soft‑dollar benefits.
Client services
Expertise
Fee options
$0 - $1,000,000: 1.25% $1,000,001+: 1.00%
Insurance product commissions received by licensed insurance agent Miho Hatori.
Financial planning services hourly fee between $150 and $500.
Fee-only: Portfolio management fees, Pension consulting fees, Financial planning hourly fees, Consulting fixed fees.
Main office
1900 S. Norfolk St., Ste 350
San Mateo CA 94403
Advisors at this office
2
California
Also doing business as
App · Asset Planning And Protection LLC
Disclosures
Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.
Business activities & affiliations
Is active or affiliated with:
Insurance agent
They sell insurance products and may earn commissions on those sales.
Is not active or affiliated with:
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Broker-dealer / trader
They provide brokerage services and may earn transaction-based compensation in addition to advisory fees.
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Bank
They're affiliated with a bank that may offer its own financial products and services.
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Trust company
They provide trust and estate administration services, typically for separate fees.
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Fund sponsor
They manage or sponsor investment funds and may earn management or performance-based fees if clients invest in them.
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Accountant / CPA / tax prep
They offer tax and accounting services, typically for separate fees.
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Lawyer
They provide legal services, typically billed separately.
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Real estate agent
They facilitate real estate transactions and may earn commissions.
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Other specialized services
They may provide services such as pension consulting or municipal advisory work, typically for separate fees.
Forms ADV
Advisors at this firm
Miho H
Series 63, Series 65
San Mateo, CA
APP
Miho Hatori is a financial advisor at Asset Planning and Protection LLC (APP) with 19 years of industry experience. She holds Series 63 and Series 65 licenses and previously worked at LPL Financial from 2013 to 2022. Hatori is also involved in non-variable insurance services through multiple insurance agencies. APP is a small independent registered investment adviser serving individual investors, including high-net-worth clients, and pension/profit-sharing plans. The firm provides portfolio management, financial planning, consulting, and pension plan services, employing a range of analytical methods and focusing on long-term investment strategies.
Noboru M
Series 66
San Mateo, CA
APP
Noboru Muto is a financial advisor at Asset Planning and Protection LLC (APP) with six years of industry experience. He holds a Series 66 designation and has previously worked at LPL Financial LLC, Cambridge Investment Research Advisors, Inc., and 1st Global Advisors, Inc. Outside of his advisory work, Muto has served as the general manager of Hilldale Golf Club since 1986. APP is an independent registered investment adviser managing approximately $8.57 million in assets for individual investors, including high-net-worth clients, and pension/profit-sharing plans. The firm provides portfolio management, financial planning, consulting, and pension plan services, employing a range of investment analyses and generally focusing on long-term strategies with mutual funds and insurance products.
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